As part of their continued transformation, Rhode Island College (RIC) sought to reimagine who they are and who they aspire to be, in partnership with students, faculty, staff, alumni, donors and the greater community. Their goals included increasing brand perceptions within the state, while increasing brand awareness beyond the state.
We developed a modernized brand identity for RIC, including a new logo and tagline — with creative direction informed by extensive research through focus groups, surveys, intercepts and additional qualitative and quantitative inputs. The new brand identity was rolled out through a visually disruptive campaign to reintroduce RIC to prospective students who may prefer to stay closer to home and pay less for online courses as a result of the COVID-19 pandemic. Campaign assets included broadcast TV, online video and radio, and social ads.